(In 1995, the Democratic National Committee asked my political and media consulting firm MacWilliams Cosgrove Snider Smith Robinson to write a series of training manuals for campaign leaders and staff. Between us, we authored and edited a half-dozen manuals on subjects from Field and Fundraising to Message and Media. Below is an excerpt from one I wrote on the subject of Messaging with a link to the full manual above in blue.)
“Despite the criticism you hear of modern elections, they are very much a matter of substance. They are won by campaigns that accomplish the fundamental and very difficult task of persuasion; convincing voters that their candidate is better than the opponent.
“Winning campaigns develop and deliver a message that communicates to voters the sense that the candidate shares their values. As the late Paul Tully, former political director of the DNC, wrote; “…a message is a limited body of truthful information which is consistently conveyed by a candidate and an organization in order to provide the persuasive reasons for an audience to choose, and act on behalf of their choice of, our candidate.”